Bücher von Michel Wedel

Provides an overview of the foundations of visual attention and eye-tracking; a conceptual framework for eyetracking research in marketing; and a review of the marketing literature within this conceptual framework.

The third main section is devoted to special topics in market segmentation such as joint segmentation, segmentation using tailored interviewing and segmentation with structural equation models.

The third main section is devoted to special topics in market segmentation such as joint segmentation, segmentation using tailored interviewing and segmentation with structural equation models.

This book is about marketing models and the process of model building. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions.